Internal Success Factor of Hotel Occupancy Rate
Abdul Aziz Abdullah, Mohd Hairil Hamdan

Abstract
The rapid economic growth in Malaysia has had positive impact on the hospitality sector of the country. This sector is has been one of the significant contributors to the nation's GNP. To meet the growing demand of hospitality industry, owners have been actively upgrading hotels and resort. Nonetheless, to be able stay competitive in the industry, it is crucial for hotel operators to consistently improve their internal factors towards achieving successful occupancy rate, as it is the yardstick to improve revenue. The first objective of this study is to determine the internal success factors that have the greatest impact on the hotel occupancy rate. The other objective is to suggest recommendation to improve the occupancy rate. Cross-sectional survey was applied to 200 respondents where only 135 questionnaires were returned. The overall finding of this study suggests that the success of hotel operation depends on how well hotel are able to fulfill and meet customers’ expectation. Invariably, exceeding these expectation will lead to customer satisfaction. Further this study provides some insights and invaluable information in the management of the hotel industry. With this regard, hotel owners will be able to improve their current method of operation and management of hotels. It is envisaged that this study serve as reference for future research in the hotel industry.

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